slides that could be relevant 1 Flashcards

1
Q

consideration of options

A

Universal (all possible options)

Awareness (options one is aware of)

Evoked (options one can recall)

consideration set (Options one will consider)

lower is smaller circle

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2
Q

Low effort consumer decision making process is also referred to as

A

Heuristic consumer decision making process

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3
Q

culture

A

The characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts

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4
Q

We adopt culture through socialization

Example babies wrapped in blue vs pink

A

Pink: More smiling at the baby, more cuddly, dolls/stuffed animals

Blue: More physical play

Animate baby to explore the room and be physcially active

Toy cars and trains

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5
Q

norms

A

What is appropriate

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6
Q

what does culture shape

A

Behavior (words actions)

Interpretation (core values reflect in daily life)

Core values

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7
Q

Core values

A

Good/bad
right/wrong
Desirable/undesirable

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8
Q

Generally targeting to sub-groups/subcultures/ethnicities is

A

Costly and might sometimes harm your brand

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9
Q

objective indicators of social class

A

Income

Occupation

Ownership

living situation

Education level

Values and norms

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10
Q

What do you have to do when market research isnt enough to understand a target group of consumers

A

Live with the consumers to understand their needs and aspirations

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11
Q

horizontal social mobility

A

Change in social situation that does not affect status

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12
Q

why do we conform

A

To learn

e.g. puppies in a pack of wolves

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13
Q

how should we think of consumers

A

Stimulus on an organism to create a response

E.g. Marketing stimuli price, product, promotion, place (s) –> consumer behavior theories (o) –> purchase, positie word of mouth, loyalty behaviors (R)

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14
Q

consumer decision process model

A

Need recognition

Search for information

Pre-purchase evaluation of alternatives

Purchase

Consumption

Post-consumption evaluation

Disposal

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15
Q

(information search) internal

A

Retrieval from memory

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16
Q

(information search) external

A

Market sources:
Advertising, company websites, stores, salespeople, brochures

Non market sources: other consumers (incl. family & friends), consumer organizations, government, media

17
Q

MOA is

A

Motivation

Ability

Opportunity

–> Need recognition, search for information and pre-purchase evalution of alternatives

18
Q

low effort consumer decision process (heuristic)

A

Ad-hoc, convenience based, rules of thumb

19
Q

High effort consumer decision process (systematic)

A

Organized

Comprehensive

Effortful

20
Q

difference between low and high effort consumer decision process

A

high MAO or low MAO